Mike Isaac’s Super Pumped (p. 193, 200, 203-204) explains how Apple concealed phones’ IMEI device IDs, but Uber found a way to circumvent this protection. Uber’s tactic increased its defenses against fake account scammers, but violated Apple’s rules regarding user privacy. To increase the likelihood that they’d be able to use this tactic, Uber kept it a secret — plus designed its circumvention code with “geofencing” so it would not function for users in greater San Francisco. But when an Apple tester outside California tested Uber’s app, Apple uncovered Uber’s ruse. Apple was angry not just about the circumvention of its privacy protections, but about the affirmative effort to avoid detection. Apple ultimately told Uber that if it ever again attempted this kind of deception, it would be kicked off of Apple devices permanently.